The Impoliteness Metadiscourse about a Public Apology

What is it about?

This study examines the reactions to Nelson Piquet’s public apology after he referred to Lewis Hamilton as “neguinho” in an interview. The apology, posted on Twitter/X, generated strong criticism. The analysis showed that users rejected the apology, judging it insincere. Most considered the term a racist insult, not a neutral expression. Many replies included insults and forms of online shaming aimed at Piquet. The apology was widely perceived as an attempt to deflect responsibility rather than to show genuine remorse. Online audiences used the platform to condemn the behavior, demonstrating how social media can amplify judgments about racism and public accountability.

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Why is it important?

This paper is important because it shows how public apologies function, or fail, in the digital age, particularly when they involve racism and well-known public figures. It demonstrates that people do not simply take the words “I’m sorry” at face value; they actively judge whether an apology feels sincere or merely like an excuse. By analyzing reactions to Nelson Piquet’s apology, the study reveals how online audiences strongly reject attempts to downplay racist language and instead demand accountability. It also highlights the power of social media, especially Twitter/X, as a space where large groups collectively evaluate, criticize, and shame public figures. Beyond the specific case, the paper expands understanding of how language is used to retaliate against offensive behavior and how communities enforce moral responsibility in digital environments. In this way, it offers insights into broader social dynamics surrounding racism, first-order (im)politeness, and accountability in contemporary public life.